One of the most popular new buzzwords in marketing is “artificial intelligence,” or AI. The concept of relying on intelligent computers to conduct a traditionally creative enterprise is exciting. The professional world is having a field day trying to determine the next advancement that will come from the concept of AI.
So how exactly will affect marketing in 2019? Let’s take a look at some of the most likely scenarios.
Machine learning made e-commerce search easy. Before AI, search within an e-commerce platform was not a simple thing. The constant proliferation of consumer data filtered through AI driven search algorithms is the fuel for huge search companies like Bing, Amazon and Google to help customers find relevant products using relatively vague search terms today. E-commerce SEO also owes its current ability to find “cluster content” to AI. Because AI systems are learning in real time from the data sets they collect, e-commerce search will probably become even more accurate in 2019.
AI Driven Remarketing
Perhaps you have caught on to the phenomenon of “being followed” on the Internet with ads from websites that you just visited. If not, you may just think that someone is reading your mind. You were just having a conversation about dog food! Now as you watch your favorite YouTube creator, dog food ads pop up seemingly out of nowhere. This is AI at work – capturing the data from your recent web visits and applying them in real time to your customer journey. This phenomenon will only get more creepy in 2019 as AI systems become even better able to predict what is on your mind from your online behavior patterns.
You may find that your recommendations for TV shows, books and even vacations on social media are becoming much more attuned to your actual interests. This is a product of AI incorporated into native ads on social media. Advanced algorithms now look at your online activity and filter that activity through the even more sophisticated programs of the large social media companies. In 2019, these ads will become even less intrusive. You will begin to see them as a part of the background and may even confuse them with organic content.
It is simple to see how consumer data taken through AI driven algorithms can help a marketer deliver his next add to a prospect. If our brains could remember all of the data about a prospect, we could do the same thing. It is a bit more difficult to understand how this data can actually help an AI driven algorithm to predict the next move of a customer. However, this is where AI is going. Consumers switch interests all the time, evolve and grow. AI in 2019 and beyond will be able to move out ahead of these shifts, which will become really scary if it wasn’t so exciting.
AI has what it really needs to succeed – the rapt attention and creative energy of the smartest humans in marketing technology. Because of this human energy, AI will likely make huge leaps and bounds in terms of technical advancement and professional implementation in 2019. Look to the perspectives above as a starting point, not the finish line, for AI in 2019.